In 1978 Renzo Rosso started Diesel with the intention of creating the world’s most innovated denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. Renzo intended to reach the entire world since the brand’s very inception, making the word “diesel,” an international term pronounced equally all over the world, the perfect name for his endeavor. The Diesel collection pushes boundaries with ultramodern eyeglasses meant to make a statement. Diesel leads and never follows with its inventive frames, from low-key styles with contemporary accents to chunky, retro-meets-current frames.